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Engineered for a myriad of architectural applications, Clarke Systems exterior sign programs provide facilities of all sizes with a unique system of interchangeable components. Here l, E nvironment Architectur a l, is a recent project they did for DeSales University, Center Valley, . (Images courtesy of Clarke Systems) Designing Destinations Tips for creating Bill Schiffner is a freelance where we have to be. Wayfinding signage more effective writer/editor based in provides the guidepost to inform us of our wayfinding signage Holbrook, . He surroundings for both indoor and outdoor has covered the imaging environments as well as provide information programs industry for 29 years and has reported on many at strategic points to hopefully point us in evolving digital imaging the right direction. By Bill Schiffner technologies including wide-format print- The key to an effective wayfinding sys- ing and newer electronic digital signage. tem is to provide a comprehensive, clear He was the editor for a number of imag- and consistent visual communication sys- ing publications and websites. He can be tem with short, concise messaging as well reached at [email protected]. as offer information of what is relevant to the location. etting from point A to point B If the system is properly designed, it will Gis an essential activity that we use be able to link together verbal and visual in everyday life. Each day we use our cues and signals throughout an organization knowledge and memory to find our way or business via architecture, interior design, to a specific destination. However, when and even landscaping. we are traveling to a new location for the When creating a signage system for an first time we might need help getting to area, building or architectural structure it is

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SBJAN.indd 82 12/16/14 11:44 AM essential to develop a strategic scheme. With this plan, designers are able to con- struct a system that will adapt to the envi- ronment and make for easier navigation.

Modular in Demand Eric Schmidt, sales consultant at SignPro Systems, a division of Orbus Exhibit and Display Group, Woodridge, , says one big trend that he is see- ing right now in this area is more demand for modular wayfinding signage systems. “Modular systems are continually being requested for projects, due to their ver- satility, longevity and cost effectiveness. “Along with being stylish and afford- able, products such as our curved mod- ular wayfinding sign systems can be updated quickly by just printing a new graphic to insert in the frame. Clients love this aspect, and branding and/or re-branding can be done very easily and repeatedly, resulting in significant long- term savings,” he says.

Changeability and Functionality “The solution trend continues to be in products that support in-house man-

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a l agement of signage once the initial proj- ect has been completed,” adds Charles J. Kelly, Jr., president of Clarke Systems, Allentown, Pennsylvania. “The main focus is on changeability and functional- ity, which in most cases requires modular sign systems and/or graphic/paper insert signs. “Electronic digital signs are also find- ing their way into the mix but are not replacing traditional signage. The design trend has moved to an end product that is built in layers. A variety of substrate alternatives, both patterned as well as natural materials (bamboo, grass, leaves), l, E nvironment Architectur a l, have powered this shift,” he explains.

Creating a Visitor Experience Mark VanderKlipp, president at Corbin Design, Traverse City, , points out that while there are a number of businesses and organizations that pro- vide wayfinding services, many of them focus solely on signage. “For some clients this may be sufficient, but the firms doing the best work nationally and internation- ally understand the entirety of the visitor Exterior signage at the Columbia St. Mary’s Medical Center in Milwaukee, . experience. What are the expectations (Image Courtesy of Corbin Design) and limitations of the client’s visitors, and how does the client intend to manage this experience in an ongoing way?” VanderKlipp says a good example of this is in the healthcare environment where simplified information is critical to a positive visitor experience. “Once we implement a comprehensive wayfinding program, each internal department with responsibility for wayfinding is prepared to update and maintain the tools for the long haul. Facilities typically manage signage content and changes, along with Marketing Communications, who also handle internal and external communica- tions. HR has a role in educating staff and volunteers, while IT helps to implement electronic signage programs as well as patient census data that volunteers access to help direct visitors,” he explains.

Electronic Applications

Exterior sign at the Buffalo Niagara Medical Campus, Buffalo, New York. (Image Courtesy of VanderKlipp says that wayfinding sig- Corbin Design) nage itself is trending more toward elec-

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SBJAN.indd 84 12/16/14 11:44 AM Corbin Design works with a number of major universi- ties including Buffalo State. (Images Courtesy of Corbin Design)

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SBJAN.indd 85 12/16/14 11:45 AM y a nd D ispl tronic applications in a variety of envi- a l ronments. “The best solutions mesh with mobile tools that cross platforms, allow- ing visitors to find their way using their own devices. Many provide access to deeper information with links to online resources. Static signage trends maximize flexibility with standard components and sizes insert-based systems that allow for real-time, inexpensive updating; accom- modation for the new standards for ADA guidelines, etc. Built in tandem, interac- tive and static signage can be a powerful,

Clarke Systems does a lot of work with hospitals and healthcare facilities. Interior communi- flexible part of the visitor experience,” cation options include their Slatz Sign System, Trim Frame, a variety of banner systems, ADA he reports. signs, and a choice of custom interiors. (Images courtesy of Clarke Systems)

l, E nvironment Architectur a l, Tackling Indoor Environments Schmidt points out with every facil- ity being different, a big challenge for indoor wayfinding programs is choos- ing the best product to place at the most practical locations. “This will help employees and visitors navigate through the building with confidence, while com- municating the brand identity and mes- sages effectively. As a manufacturer and supplier, our dealers will survey their cli- ent’s facility and conduct walk-throughs to determine needs, but we are here to help and support our dealers throughout the process,” he adds.

Keeping it Simple VanderKlipp says simplified content is the key component of good wayfinding. “A visitor should expect to receive only the information they need at each point of decision to move to the next, until they reach their destination. As they come closer to that destination, the information becomes more detailed. This concept is called ‘progressive disclosure’, and helps both clients and designers work together to reduce clutter on interior signs. The rule of thumb is that you should not try to direct to everything from everywhere.” He adds another key to indoor design is to maintain the information as desti- nations change. “To a visitor, there’s nothing more annoying than incorrect information. Outdated information at any point in the visitor’s journey leads to mistrust of the entire interior signage

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SBJAN.indd 86 12/16/14 11:46 AM VanderKlipp says it’s important to design signage system. Especially in large interior envi- to fit the context ronments, such as a convention center or of the regulatory environment such stadium, information for wayfinding to as these examples destinations and amenities needs to be from the St. Louis updated in real time. The signage system regional way- finding system. must be designed to functionally accom- (Images Courtesy modate this.” of Corbin Design)

How is the Space Being Used? Kelly states with interiors, a lot depends on whether it is a new facility, an addition or a renovation. “In each case, you need a clear understanding of how the space will be used and who will use it—insiders only or additional visitors, clients, vendors, etc.” He says early consideration of these factors may affect building layout changes if bottlenecks are anticipated and will save money on costly redoes in the end. “Renovation or addition sign solutions must take into consideration the path- ways from existing buildings or depart- ments and how that will affect messaging in those locations. Also of concern will be the ability to match existing signage in those areas, as well as coordinating the directionals and department identifica- tion in the new sections.”

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Signarama Summerlin worked with SignPro Systems, a division of Orbus Exhibit & Display Group, to manufac- ture and develop a custom directory solu- tion for the University of School of Medicine, which clearly identifies the different areas of focus located at the school’s

l, E nvironment Architectur a l, Henderson location. (Images courtesy of Signarama Summerlin and SignPro Systems)

Kelly says that when designing an ing systems, where the signage needs to and frost zones. Looking at a college indoor or outdoor system, the answers be ‘apparent when you need it, transpar- campus? Vandal resistance and reduced are the same: homework and details, ent when you don’t.’” ‘souvenir-worthy’ sign elements are key. details, details. He advises the design He says it’s also important to design Taking on a civic signage program in should take into account elements signage to fit the context of the client’s ? UV resistance and colorfastness including: brand. “While wayfinding acts as a utility will be critical,” he points out. • A detailed survey of the property, (moving people through space to a desti- facility or plans—with photos if appli- nation), it also works as a key component Tremendous Opportunities cable of a client’s brand in that it demonstrates Schmidt says that there are major • Interviews with representatives of their attention to visitors and their needs. benefits to sign shops that provide these each stakeholder group from top to bot- Everybody knows what it’s like to get lost; types of services. “Offering modular tom, including potential visitors and/or people tell much better stories when this wayfinding signage helps sign shops vendors is not part of their experience.” position themselves as a one-stop shop • Attention to design—architec- Another key is to design signage to for all signage needs. The more offer- tural, proposed interior design and land- fit the context of the regulatory environ- ings and solutions they can provide to scape design ment, VanderKlipp says. “From MUTCD their clients is beneficial, especially with • An understanding of the client’s to TODS programs, state-controlled modular sign solutions, as it can lead to branding and desired business environ- roadways to city streets, historic districts repeat graphic and hardware sales,” he ment to big box retail areas, there are myriad adds. “In addition, SignPro Systems offer requirements for exterior signage that dic- many product lines that complement the Navigating the Great Outdoors tate location, scale, typography, contrast, curved modular sign system, so creating a VanderKlipp says that when heading information, digital applications, etc.” consistent look and feel throughout any outdoors it’s best to design signage solu- Lastly, VanderKlipp says it’s impera- facility is easy. Product lines include wall tions to fit the context of the environ- tive to design signage to fit the context frames, directories, projecting signs, sus- ment. “A well-designed exterior program of the environment itself. “A qualified pending signs, desk frames, pylons and will competently direct visitors while at fabricator will have the knowledge to more,” he concludes. the same time reflect something of the assist in the design of the exterior sig- “It’s very important that some of the essence of the environment. This is par- nage. Building something in Buffalo? smaller sign shops get into wayfinding ticularly true with park or trail wayfind- Better plan for heavy snow, wind loads programs as a result of building strong

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SBJAN.indd 88 12/16/14 11:55 AM Various wayfinding signs at Northern Michigan University, Marquette, Michigan. (Image Courtesy of Corbin Design)

relationships with hospitals, universities fabricators for their expertise in provid- or corporations by providing them with ing design and engineering advice as we Signs Now #74 teamed up with SignPro quality products and outstanding ser- design the signage system, as well as pric- Systems, a division of Orbus Exhibit & Display Group, to develop an interior way- vice on a day-to-day basis,” adds Kelly. ing throughout the process. finding signage solution that met the needs “Before they know it, they’re asked to “True, there are a lot of ‘moving parts’ of the New Princeton Community High School. (Images courtesy of Signs Now #74 bid on a grand scheme and sometimes in a wayfinding system that go beyond and SignPro Systems) they don’t have the experience to do it on signage. But the ultimate goal of way- their own. That’s when they turn to us.” finding is to improve visitor experiences, VanderKlipp reports that they work generate positive feedback and enhance in tandem with sign fabricators at the the client’s bottom line,” VanderKlipp local and national level to find the best concludes. SDG fit for their clients. “Often we’ll involve

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